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Jun 03, 2016

Mobility News Briefing - June 3

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What you need to know about mobile app user retention and abandonment [Study Results]

The story? This week Localytics shared the results of their annual app user retention study that analyzes their user base of 37,000 apps. In this Mobility News Briefing we'll give you the key stats and take away actions that came out of the study.

Study focus:

  • User retention - % of users who return to an app 11+ times
  • User abandonment - % of users who abandon an app after the 1st use

Key stats:

User retention rose from 34% in 2015 to 38% in 2016. Great to see an improvement but this still means that 62% of users will return to an app a total of 10 times or less. User abandonment improves slightly from 25% in 2015 to 23% in 2016. Again, the progress is noted, but the relatively high percentage of users who only use an app 1 times is likely resulting from the cluttered app space we are at today.

Causes of the Changes - operating systems & size of user base

iOS users lead the increase in user retention year over year from 32% to 36%. This was likely caused by the advancements in overall app experiences that Apple has made such as multitasking and chronological notifications. Middle stage apps (15,000 to 50,000 monthly active users) saw strongest increase in retention year over year from 23% to 28%. This was likely caused by the focus on user engagement which includes tactics like push notifications, in-app messages (more on this below....), and remarketing.

In-app messages dramatically improves user retention

 46% of apps using in-app messaging see 46% user retention versus 36% of apps who don't. The key to in-app messages is the fact that users *don't have to opt-in* like they do with push notifications. These messages can be used to show off the most useful features and are most effective when personalized to the user. Get all Localytics study results here:

Olivia Holmes

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